Publishers, marketers and others will be able to integrate better post-signal connectivity
LiveRamp (NYSE: RAMP), the leading data collaboration platform, and Yahoo today announced an expanded partnership to bring addressability to scale and strengthen reach and interoperability across the advertising ecosystem. Thanks to this partnership, publishers who use the ATS (Authenticated Traffic Solution) from LiveRamp, you will now be able to Yahoo Connect IDthe identity solution without cookies, and unlock additional addressable demand.
Furthermore, brands that integrate Yahoo’s DSP can achieve greater reach through Yahoo ConnectID, which leverages RampID and the extensive scale of LiveRamp’s ATS (Authenticated Traffic Solution).
Yahoo ConnectID is powered by direct consumer relationships of approximately 200M authenticated users in the United States, enabling addressable inventory across all channels across all Yahoo-owned and operated properties and thousands of other publisher domains. RampID and LiveRamp’s Authenticated Traffic Solution power LiveRamp’s people-based identity approach, enabling authenticated addressability across browsers, mobile devices and CTV, at scale across hundreds of destinations. Customers will be able to develop deeper customer relationships, create value throughout the customer experience, and maintain control over data.
Publishers who have adopted LiveRamp’s Authenticated Traffic Solution will be able to integrate Yahoo ConnectID with minimal effort and better monetize their addressable delivery. More than 450 brands already work with LiveRamp to use their first-party data to personalize consumer experiences.
Publishers and marketers can leverage this partnership without any additional configuration or resources for authenticated audiences at scale, delivering personalized experiences where they matter. Publishers can expect to see increased monetary turnover on their authenticated inventory through Authenticated Traffic Solution as Yahoo ConnectID will now be available as an identifier. Furthermore, marketers looking for post-signal loss solutions will have a greater reach of authenticated users to publishers who have deployed RampID and/or Yahoo ConnectID through Yahoo’s DSP.
“We believe strongly in authenticated addressability, and this partnership will provide extended reach that will continue even after third-party signal loss,” said Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo. “We’re making it easier for marketers and publishers to integrate these solutions and maximize results, while simultaneously supporting more frictionless transactions across the open internet.”
“Yahoo is a strong advocate of authenticated identity, and the connectivity we are working together to integrate into their DSP and Yahoo ConnectID will help make the post-signal world a better experience for marketers than the world today,” said Travis Clinger , SVP, Activations and Addressability at LiveRamp. “Marketers and publishers now have even more flexibility to tap, personalize and measure their customers’ experiences.”
About LiveRamp
LiveRamp is the data collaboration platform of choice for the world’s most innovative companies. A pioneering leader in consumer privacy, data ethics and fundamental identity, LiveRamp sets the new standard for building a connected customer view with unparalleled clarity and context, while protecting precious brand and consumer trust. LiveRamp provides complete flexibility to collaborate anywhere data exists to support as many data collaboration use cases as possible, across organizations, across brands, and across its leading global network of top-quality partners.
Hundreds of innovators from around the world, from emblematic consumer brands and technology giants to banks, retailers and healthcare leaders, turn to LiveRamp to build lasting brand and business value by deepening customer engagement and loyalty, activating new partnerships and maximize the value of their first-party data while staying at the forefront of rapidly evolving compliance and privacy requirements. LiveRamp is headquartered in San Francisco, California, with offices around the world. More information can be found at LiveRamp.com.
About Yahoo
Yahoo reaches nearly 900 million people around the world, bringing them closer to finance, sports, shopping, gaming and news through trusted products, content and technology that brighten their day. For partners, we provide a fully featured platform for businesses to accelerate growth and drive more meaningful connections through advertising, search and media. For more information, visit yahooinc.com.
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